› Brand Strategy
› Creative Direction
› User Journey
› App Development
› Page Layout/production

Fresh Tracks For An Old Brand

Ski Canada Magazine has been a staple in the Canadian ski scene for decades. Starting out as a simple newsletter in the 70’s before becoming the magazine that generations of Canadian skiers have turned to for everything ski.

Working as Art Director in the early days was equal parts creative and logistics. I began working with Ski Canada in 2002 as creative director, responsible for all visual aspects for the magazine, from page design, layout and production. Working closely with both editorial and sales to develop strategies to build and evolve the brand - from creating apps to developing innovative editorial packages.

In 2014, I lead my team in redesigning the magazine from cover-to-cover. The goal was to reestablish the well-respected Canadian publication as the authoritative voice of all things ski. With a delicate balance between maintaining the brand recognition of the past, and introducing new elements, we created a design to enhance the reader’s experience. We landed on a design that appeals to new and current readers and continues to dominate single sales at the newsstand by thousands year after year.